Background
Chilli Pepper is an established fashion name with a strong heritage and loyal customer base, selling through flagship UK stores, regional sales agents and international distributors. They're looking to add to this mix by selling direct to consumers. They suggested a joint venture based on performance to ensure they had a service partner who was 100% committed.
Objectives
1. To communicate directly with their existing customers
2. To bring the brand to new customers
3. To reinforce the brand and invigorate sales in stores
4. To develop the online store into their strongest sales channel
Solution
A heavily branded but slick online store, developed following an analysis of 15 market leading stores for current best practice throughout the user process. The site includes a unique way of shopping, combining simple category-based shopping with more inspirational brochure-based browsing of current seasons. The rollout of the online store follows three key phases:
Phase One
Primary aim of converting visits to sales, maximising spend from existing traffic – then gradually growing traffic.
Phase Two
Development of customer acquisition and retention strategies. Additional features on the website to instigate referral, viral and word of mouth marketing.
Phase Three
Extend marketing activity to include elements such as a brand ambassador scheme and web exclusives. Develop the online experience with additional features such as a wish-list, recommendations and an outfit view of shopping back contents.
